What is the most popular app?

Publication date: 20 May 2019

In the first quarter of 2019, TikTok established itself as a powerhouse in the mobile app world, becoming the most downloaded app on the App Store globally. This short video-sharing app, popular for its engaging and often viral video content, achieved 33 million downloads on the App Store, outpacing YouTube and Instagram, each of which recorded about 30 million downloads during the same period. TikTok’s success underscores the platform’s appeal to a diverse, younger audience that prioritizes highly shareable, visually engaging content.

TikTok’s momentum was equally impressive on Google Play, where it secured the third spot with a massive 150 million downloads. It ranked just behind social media giants WhatsApp, with 199 million downloads, and Facebook Messenger, with 180 million. This performance underscores TikTok’s broad appeal and potential to rival even the biggest social networks as it continues to grow its user base. Experts agree that Q1 2019 was a landmark period for TikTok, with global installs growing by 70% compared to the same period in 2018.

In-App Revenue Growth

Alongside the surge in user adoption, TikTok’s in-app revenue growth reflects its increasing monetization success. During Q1 2019, the app generated $18.9 million from in-app purchases, marking a 3.2x increase from the previous year. This revenue boost is a testament to TikTok’s ability to engage users and offer value through premium content and features, appealing to users who are willing to invest in the platform for an enhanced experience.

TikTok: Popularity in Russia and Brand Engagement

TikTok’s reach has also grown rapidly in Russia, where the app enjoys a dedicated user base that spends an average of 13 minutes per day on the platform. Although this engagement time trails behind other major social networks in Russia, such as VKontakte, Instagram, YouTube, and WhatsApp, TikTok’s interactive and short-form content format has carved out a unique niche in the Russian digital landscape.

Brands are recognizing the platform’s potential to connect with younger audiences, and many have begun integrating TikTok into their social media strategies. Coca-Cola, for instance, has launched popular flash mobs on TikTok, encouraging user-generated content and driving brand engagement through interactive challenges. Similarly, Sberbank, a major Russian bank, has adopted a creative content strategy on TikTok, using humorous and entertaining videos to promote its financial services in a way that resonates with younger users. This shift towards using TikTok for brand engagement highlights the platform’s versatility and appeal as a tool for reaching a highly active and influential demographic.

Future Outlook: TikTok’s Expanding Role in Digital Marketing and Social Media

As TikTok’s user base and influence continue to grow, the platform is quickly becoming a top choice for digital marketers and influencers. Its unique content format and algorithm favoring viral content offer brands new ways to reach audiences and foster meaningful interactions. Given TikTok’s substantial user growth, strong in-app revenue generation, and increasing brand partnerships, it is poised to remain a dominant player in the global social media space for the foreseeable future.

TikTok’s ongoing success signals a shift in the way audiences consume content and engage with brands online. The app’s user-centric design, combined with a focus on creativity and authenticity, makes it a dynamic platform for brands and creators alike. As more companies explore the possibilities TikTok offers for engagement, it is clear that the app has secured a lasting place within the social media landscape.